Integrating email and search marketing helps build email lists, increase opt-ins
Published May 27, 2010
Most marketers understand the importance of search engine marketing and email marketing, but many are not fully integrating the two platforms, BtoB magazine recently reported.
Integrating email and search campaigns can help build a company's email list faster and increase opt-in rates, simply by being strategic about landing pages and web content.
For example, businesses may want to update paid search terms to reflect email newsletter content, as this can capture the traffic of newsletter recipients who search for more information.
Marketers can also post email newsletters on the company's website to increase organic search ratings, and should consider creating different landing pages for email marketing campaigns and paid search campaigns, the magazine advised.
Another important strategy is to include an email signup on each search landing page, reported BtoB, not only as a list-building strategy but also as a way to gain insight into the user's preferences. For example, if a search user was taken to a landing page for a specific product or service and then opts into the email list from that page, it can be reasonably assumed that they would find emails about that kind of product or service relevant, thereby increasing the effectiveness of the email campaign.
Though email has become an established marketing platform, search engine marketing is still rapidly growing in adoption. Search engine optimization in particular has emerged as a valuable strategy, as 95 percent of digital marketing professionals surveyed by Practical eCommerce reported that SEO was an important part of their marketing efforts.